According to BrandWeek, which ran results from a study conducted by Direct Partners, New York, E-mail is the most effective form of direct response media. The results of the Direct Partners study were derived from 30,000 surveys sent in April to senior executives at companies with 2007 revenues exceeding $100 million. Some findings from the study:
- E-mail is used primarily by 35% of companies compared to 25% which use traditional direct mail and 21% who use package, statement stuffers or free standing inserts
- 68% market to their prospect database
- 82% market to their customer database
- 57% said their direct response budget will remain the same this year compared to last, while 23% reported their budget would increase by 10% or higher
- 47% said that less than 10% of their marketing budget went to direct response media
A few things jump out at me. The fact that 82% market to their customer database says that these companies are trying to sell more “stuff” to their existing customers, which is something all businesses should do. It also tells me, that most likely, these customers are NOT aware of ALL the products and services the companies have to offer. If they did, they would market elsewhere. Another observation is that budgets for direct response media are expected to increase.
What is proof of concept for WrapMail is the 82% number. These are people that are existing customers and are therefore willing and/or expecting an email from the company, whereas with a broadcast email they may not. WrapMail is designed for companies that have employees sending regular everyday emails to customers, prospect, and friends. This audience will be open to seeing the email and will therefore see the Wrap. They are a captive audience, put your message right in front of them with every external email your company sends.
Dave Kustin - EVP Marketing, WrapMail
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